Coffee Island decided to make a dynamic entrance into e-commerce, aiming to acquire critical mass in terms of online revenue in the minimum amount of time.
We split our campaign in three distinct phases with clear KPIs:
01 Phase (month 1): Benchmarking of key metrics, such as CPC and CPA across different communication channels, to chart our long-term communication strategy across multiple consumer touchpoints. Optimization of the conversion funnel and overall e-shop experience based on web analytics.
02 Phase (months 2-4): Rapid and aggressive new user acquisition within a very short period of time. With benchmarking and efficiencies sorted, we aimed to rapidly recruit new customers to our eShop offering.
03 Phase (months 4-6): Shifting our focus on customer lifetime value, to unlock scalability. Coffee is by definition a repeat purchase product, so we switched from recruitment to growth of our newly acquired customer base, decreased advertising spending to 25-30% and micromanaged users based on 4 audience segments (Loyal – Trial – Leads – Churned).
From 0 to 2.000 daily orders
Deployed a Media campaign across multiple touchpoints to capture all stages of the customer journey, from the ground up.
We began by exhausting our potential with customers with high proximity to purchasing via Google Search. Built upwards, fueling our growth through Display channels to fuel new customer recruitment and impulse repeat purchases from our existing clientele.
Within 6 months:
185% Over achievement of the daily online order volume target within the first 6 months.
983% Skyrocketing ROI (paid & organic) as early as the first month.
-60% Decrease in cost per sale compared to the initial benchmark.
70% of users returns for a repeat online orderwithin the first 10 days of signing in.